EXPLORING THE STRATEGIC ROLE OF FAN ART CONTESTS IN GAME BRAND COMMUNICATION: AN ANALYSIS ON IMC AND UGC SYNERGY

Abstract

This study explores how the integration of Integrated Marketing Communication (IMC) principles enhances the strategic value of fan art contests as user-generated content (UGC)-driven brand communication initiatives in the gaming industry. Through qualitative case and content analysis of 38 fan art contests held by ten leading game companies from 2022 to 2024, the research identifies how IMC elements are embedded in UGC practices. A coding framework was developed based on established IMC planning principles and executed using MAXQDA software. The findings reveal three core insights: first, although the application of IMC elements across UGC activities is uneven, high-frequency co-occurrence among elements such as co-creation, interactivity, and multichannel communication significantly enhances brand co-creation potential. Second, different companies exhibit distinct strategic preferences, forming biased communication orientations through specific combinations of IMC and UGC tactics. Third, short-term incentive mechanisms, such as material and virtual rewards, dominate current practices, while creative support remains largely absent, limiting the sustainability of long-term brand co-creation ecosystems. These findings contribute to a better understanding of IMC-UGC synergy and offer practical implications for optimizing brand communication strategies in digital fan communities.